The development of web technologies has enhanced market globalisation, being a strong source of innovation and competitiveness for companies. In this way, companies have been making their brands, as well as their communication, more and more digital. Tourism and Hospitality are no exception and are among the industries that have benefited most from digital evolution, particularly with regard to web technologies. The importance of defining a digital strategy and managing social networks in this area is made clear by the increased investment in digital and online media that large hotel chains and tourist destination have made. Therefore, it is crucial for Marketing and Public Relations professionals in the Tourism, Catering and Hospitality areas to strengthen their knowledge on Digital Strategy, Marketing and Social Networks in order to adopt an approach that allows them to create value for their clients.
With this in mind, this postgraduate programme puts forward an overview of existing Digital Strategies, namely in Social Networks, as well as its integrated use in multiple channels.
This course will cover the fundamental concepts of Digital Marketing, namely the different strategies and channels that can be used, from Social Media Marketing, to eMail Marketing, Mobile Marketing, SEM, Video Marketing, and Analytics. In addition, this programme also covers fundamental concepts for the application of strategies of Digital Marketing, such as e-Business and e-Commerce, Digital Branding, consumer experience and behaviour, statistical analysis for market research, and the analysis of large amounts of data (Big Data Analytics). This programme includes the creation of a project to set up an innovative tourism service and/or product. The Design Thinking methodology will be applied throughout all the creative and development processes.
The postgraduate programme will be taught in a b-Learning format, where about 15% of its total hours will occur in an e-Learning format, in a synchronous digital environment.
| 1º Year | ||
|---|---|---|
| Curricular unit | Period | ECTS |
| Big Data Analytics | 1st Semester | 7.0 |
| Market Research Statistics | 1st Semester | 7.0 |
| Marketing and Digital Strategy | 1st Semester | 8.0 |
| Social Media and Digital Content | 1st Semester | 8.0 |
| Digital Branding and Customer Management | 2st Semester | 8.0 |
| Cybersecurity | 2st Semester | 7.0 |
| Consumer Behaviour | 2st Semester | 7.0 |
| Web Business e Digital Design | 2st Semester | 8.0 |
Holders of a graduate degree or its legal equivalent, or higher; Holders of a foreign higher education degree awarded upon completion of a 1st study cycle organised according to the Bologna model by a State that has adhered to this process; Holders of a foreign higher education degree, which by decision of the Technical-Scientific Council of the School of Hospitality and Tourism of P.PORTO is recognised as satisfying the objectives of a graduate degree; Holders of an academic, scientific and/or professional curriculum, which is recognised as attesting the capacity to successfully complete this programme. Who should attend? - Professionals who wish to develop or consolidate their career in the domains of planning, creation and management of social networks and digital strategy; - Professionals working in tourism-related areas who are interested in updating their businesses; - Professionals who wish to develop or expand their businesses in the areas of catering, hospitality and tourism; - Holders of undergraduate degrees in the areas of catering, hospitality and tourism, economics and management, business management, and computer sciences and technologies.
